Discusses the appropriateness of using national image for international marketing purposes, based on an empirical survey carried out among 100 Danish export firms, from which the marketing strategies underlying the use of nationality in the promotion of Danish products abroad have been identified. Presents some general guidelines for the building of international brands and product images based on national image, and submits suggestions for further research. Finally, suggests that while a symbolic linkage between product and country of origin can be a useful positioning strategy in the beginning of a product’s life cycle, brand building through more abstract and emotional imagery becomes increasingly important in the later stages of the product life cycle.
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